The Influence of Brand Identity

on Customer Purchasing Decision

(a Case Study in Miniso Bandung)

Annisa Novia Sari

Rizki Novianti
BRAND
OVERVIEW
Miniso is a Chinese brand that has been
operating in several countries such as
United State of America and its
states, Europe, Australia and Asia
with average growth per month reaches
80-100 retails.

Master of Management Program, Padjadjaran University, Bandung 1

 Colombia

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Biggest Store Morocco

in the Global Vietnam

Retail
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Development
Turkey

Index 2017
Malaysia

Tiongkok

India

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01 Does the brand name of Miniso
influence the customer purchasing
decision?
RESEARCH
QUESTION
02 Does the logo of Miniso have an
influence to the customer purchasing
decision?

03 Does the tagline influence the

customer purchasing decision?

04 Does the brand story play a role in

influencing the customer purchasing
decision?

05 How brand identity affect customer

purchasing decision?

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 RESEARCH By discussing the brand identity, the

AIM
purpose is to find out and analyze how
the physical brand identity such as
brand name, logo and slogan (tagline)
of a product can influence the Miniso’s
customer purchasing decision who lives
in Bandung City.

The result of this research is also

expected to be an input for other
companies such as UMKM or micro-
small business to consider a good
identity brand and easily accepted also
remembered in the minds of customer.

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RESEARCH (Shehzad, Ahmad, Iqbal , Nawaz, & Usman, 2014) On their paper

FRAMEWORK
about influence of brand name on costumer choice and decision
described that brand identity, especially brand names has strong
positive relationship with customer buying behavior. with their
target population are students in three metro cities in Pakistan,
Brand Identity
thar are Lahore, Gujranwala and Faisalabad.
Brand Name

Customer H2
HYPOTHESIS
H1: The brand name has an influence on
Logo
Purchasing customer purchasing decisions.
Decision
H2: The logo has an influence on customer
Tagline
purchasing decisions.

Brand Story H3: Tagline has an influence on customer

purchasing decision.

H4: Brand Story has an influence on customer

purchasing decision

H5: Brand Identity affect the customer’s purchasing

Master of Management Program, Padjadjaran University, Bandung decision. 5

Study Setting
Data is collected by
questionnaire in a list of
questions that related with
brand name, logo, tagline, and
brand story to Miniso’s
customer purchasing decision.
Master of Management Program, Padjadjaran University, Bandung
RESEARCH
METHOD
Data Collection Technique
The population in this study is
customers who have already
purchased the Miniso products in
Bandung City.
Questionnaires will be made based
on the hypotheses that have been
proposed and use a Likert Scale
with 5 rating points
6
 RESEARCH The indicators of this study amounted to 9, then the
sample calculation is as follows; Number of Samples:

METHOD 9x 12 = 108 samples. So that the data can be

processed, and have the significant results of the
influence of the independent variable (X).
The research hypothesis will be tested using multiple
regression analysis, The formulation of the regression
Variabel Indicator Scale is:

Brand Identity (X) 1. Brand Name Likert Y = α + β1X1 + β2X2 + β3X3 + β4X4 + €
2. Logo
Y = Customer Purchasing Decision
3. Slogan/Tagline
X1 = Brand Name
4. Brand Story
X2 = Logo
Customer 1. Product Choice Likert X3 = Tagline
Purchasing 2. Brand Choice X4 = Brand Story
Decision (Y) 3. Supplier Choice β1, β2, β3, β4 = Regression Coefficient
4. Choice at Purchase α = Constant
5. Purchase Amount € = Error Estimation

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THANK
YOU
Any Questions?